The Role of Advertising in Strategic and Crisis Communications
Have you ever reviewed your outreach campaign and wondered, where’s the beef? Maybe your talking points need a quicker picker upper. Perhaps your competitors think ‘we try harder.’ You can probably perform better when you care enough to send the very best. Hopefully, you recognized some of the bold italicized advertising slogans. If not, they are all revealed at the end of this editorial. The last one has been around since 1935. That is effective staying power.
Advertising and crisis communications have more in common than we may think. They are both designed to change behavior, whether it is purchasing decisions or lifesaving preparedness, response, and recovery decisions. They both aim to reach broad and diverse audiences, without alienating anyone in the process. And they are both based on methodical strategies.
Advertisers use a slogan. Crisis communicators use a sound bite. Same thing. Yet for some reason, we deviate greatly in the research and implementation of our outreach. Advertisers have spent millions of dollars to understand various appeals that produce results. Crisis communicators would be well served to consider these appeals and see if their messages pass the litmus test for any of them. Let’s consider seven of the most common advertising appeals. We could do more, but that would be overwhelming and, well, when it rains it pours.
Emotional appeals. On Earth Day, 1971 when I saw Iron Eyes Cody shed a tear after seeing so much pollution, I was so moved that at the tender age of eleven years old, I vowed to never pollute. It hit me in the gut so deeply, I remember it more than forty years later. Somewhere along the line, I learned that he was actually 100% Italian. Even despite his deception, I still care about the environment. The emotional appeal worked. We can and should leverage this more in crisis communications. Yes, I have seen a few photos here and there of people impacted by disasters, but not as part of a fully fleshed outreach campaign. Many survivors would be more than willing to help others understand the importance of preparation.
Fear appeals. As a parent of young children, the ad below that suggests a transition from crayons to smoking scares me. For you, there are surely other ads that have given you pause. Imagery can play a strong role in this appeal. Any photo of 9/11 gives me chills. Directly or indirectly, they have contributed to massive changes in security. But what image comes to mind to make you fear the next hurricane, tornado, or earthquake? Anything? I can’t think of anything. We say, “It only takes on hurricane.” True. But that doesn’t scare me. And clearly it hasn’t been scaring many hurricane-prone communities.
Humor appeals. This Chick-fil-A advertisement cracks me up. Silly. Creative. To be clear, humor will never be appropriate during a disaster. But there are times when it can be clever and useful in the preparedness stage. Maybe play off the “Got Milk?” ad with a “Got Preparedness Kit?” Even if we only elicit a quick, mild chuckle, that has more sticking power than the mundane. Maybe a short cartoon strip showing a neighbor without flood insurance teasing his neighbor for wasting his money, until the next few frames show the water rising, followed by the smart neighbor getting a check. Maybe, just try something.
Musical appeals. Like humor, most applications of music are best reserved for the preparedness stage. Where is our jingle? Children are a target audience. Songs are more memorable than the spoken word. I still know all the words to the Oscar Meyer Bologna song. Admit it, so do some of you. Has anyone approached a band or a singer to give it a try for preparedness? We can be more innovative.
Rational appeals. Facts. Evidence. This is often the clear way to go for both advertisers and crisis communicators. This light bulb explanation is simple, clear, and compelling. But are we achieving that same litmus test in our messaging? I don’t think the average person really understands what a 100 year flood zone really means. They absolutely do not understand what they may be eligible for in individual assistance. For a rational appeal to work, it must be accessible, understandable, and actionable. We can do better.
Sexual appeals. This is a big one in the advertising world, and I confess, I will buy the water. On the surface we can completely disregard this particular option for crisis communications. But wait. Not so fast. First, emergency responders have done a pretty good job leveraging concerts, sporting events, and other entertainment venues to get messaging out to survivors. That’s sex appeal. Another subtle and perhaps tangential opportunity to enhance sex appeal is to invest more in some of the emergency responder apparel. A wrinkled and faded poor quality polo shirt does not instill confidence. Our nation’s finest dress sharp. Our military are creased, starched, and shined. All emergency responders can and should aspire to that same level.
Scarcity appeals. We have all seen these ads. Three rooms left. Five pairs of shoes left in stock. When I am on the fence, these have motivated me to lock in on several occasions. In a crisis, we tend to go the opposite direction. We have an abundant supply of water. There are plenty of shelters and recovery centers. We are obligating millions of dollars. Maybe there is some room to pivot a bit. In a world that is steering toward entitlements, expectations, and finger-pointing, maybe we should caution survivors more often that there are limited resources that are reserved for those truly in need and they would be better off planning for a rainy and flooding day through self-reliance and responsible preparation. Maybe.
I’m not suggesting that all of these appeals should be used all of the time. Nor am I suggesting that advertising and crisis communications are completely the same thing. However, I do posit that if even one of these examples triggers an innovative thought that becomes realized in a campaign, then the communicator wins, the survivor wins, and the world will be a little better. And if you are still not convinced, then have it your way.
It’s the Real Thing (Coke)
Just Do It (Nike)
Where’s The Beef (Wendys)
Quicker Picker Upper (Bounty)
We Try Harder (Avis)
When You Care Enough To Send The Very Best (Hallmark)
When It Rains It Pours (Morton Salt)
Have It Your Way (Burger King)
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Stoneking Strategic Communications (SSC) 